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VMLY&R It is one of the most important agencies in the creative market, due to the number of awards won and the size of its clients.
Walmart dominates in Mexico with chain stores such as Bodega Aurrerá.
The management of ideas in advertising has given way to a series of actions, all of creative and strategic value.
VMLY&R announced in recent days that it acquired the entire account of Walmart de México, becoming an agency in accomplishing a very important creative feat, considering that it is a client with a great dominance in retail in Mexico, so the responsibility in brands and business units to which it will have to make campaigns is surprising.
The advertiser-agency relationship is challenging, especially if we consider that in the study “Taking a Deeper Dive into Retail Media”the majority of those consulted (73 percent) reported that the main challenge of retail media advertising it is that it was a fragmented market with multiple players; while 50 percent saw a difficulty between connecting brand data with retail media.
This is the interview with Hector Fernandez, CEO of VMLY&R Mexico and Thomas Durandeau, Chief Customer Officer of Walmart from Mexico and Central America, where the executives reveal how the agency and large advertiser agreed to work together.
Merca2.0 – The pitch that was made in 2022, how long did it take to prepare it and what do you think was the creative element that, during the presentation, helped win the account?
Héctor Fernández – It was a very inspiring process, one of those briefs that is a pleasure to work on, it was done in a short time, but with a very clear direction.
We put our best talent in charge: in the Creative Direction, Luis “Madruga” Enríquez; operating, Gaby González; in strategy we have the regional vision of José Antonio Varas. Together they led a talented multi-disciplinary team to deliver a great presentation that demonstrated our strategic vision and creative execution.
Everything came together, our deep understanding of the category, strategic, precise, inspiring work; an innovative creative execution and a client with a clear challenge: refreshing.
Merca2.0 – You gained an entire portfolio of retail giants with Walmart de México, how did you achieve this understanding of the business units? How did they manage to attract the attention of Walmart to trust them with the entire portfolio?
HF – We know the category very well in Mexico. We have been working with Sam’s for almost six years. At the beginning of 2022, they entrusted us with Bodega Aurrerá, and they set us the goal of taking a brand, already incredible, to the next level; With all that knowledge of the category and its drivers, the insight we can offer Walmart and Walmart Express is unparalleled.
We understand your consumer in all its segments. We have the best strategists in the country and the creativity to take them further.
We are very proud of what we have achieved, but also very aware of the challenges and opportunities that lie ahead.
We want to be the best business partner for all our clients, putting our work above any promise and, we are sure, incredible things are coming for the Walmart de México-VMLY&R partnership.
Merca2.0 – They are going to work with free brands, a very important category for the consumer and that we do not see regularly in advertising. Will these categories work especially hard to shine at festivals like Cannes Lions?
HF – For now we work with Member’s Mark and it has been an incredible challenge, for many reasons: they have incredible products, a business vision and an agency to match. We have a wonderful packaging and design team that has been in charge of transforming the entire portfolio. It is a job that we really like to do.
Regarding festivals like Cannes, we are more than aware of the opportunity and we work every day to take advantage of it. As you know, we are an agency that understands very well the value of creativity as a true competitive advantage.
Something unmatched that we can offer our clients, because no other agency has been able to accumulate more talent in recent years. Let’s wait for those awards in Cannes and at awards effie and in the Creative Circle. Let’s hope that they arrive preceded by great business results and the love of consumers. We will do everything to make it so.